Visual Identity System (VIS) - Simmons College

Visual Identity System (VIS) 

Office of the Vice President of Marketing 

Published October 1, 2010

VISUAL IDENTITY SYSTEM ( VIS) 

The Simmons Brand 

Required 

Simmons Logo 

Simmons Logo – Examples 

Simmons School Logos 

Simmons Logo Variations 

Simmons Logo Variations – 

Sub-Brands and Co-Brands 

Simmons Logo Spacing 

Formal Events 

Improper Use of the Simmons Logo 

Logo Treatment on the Website 

Recommended 

Color Palette 

Published October 1, 2010 

1 

2-11 

3 

4 

5 

6 

7 

8 

9 

10 

11 

12-14 

13-14 

Table of Contents 

Optional 

Simmons Logo with the 

College Address 

Simmons Graphic Logo 

Simmons Cupola 

Technical 

Typography – Print 

Typography – Website 

Typography – Layout and Design 

Simmons Seal 

Resources and Contact Information 

15-18 

16 

17 

18 

19-23 

20 

21 

22 

23 

24 

Table of Contents


The Simmons Brand 

A brand encapsulates a promise about who we are, 

what we do, and our reason for being. It finds full 

expression when our constituencies perceive and act on 

our inherent values and distinguishing characteristics 

through the communications we craft. 

This document outlines the Visual Identity System (VIS) 

we will use to convey the Simmons Brand and represents 

a key set of tools for communicating our brand in all 

internal and external communications, including in 

print and on the website. 

Through consistent use of the Simmons Brand Logo, a 

public “face” will emerge that will cement Simmons’s 

visual identity in the minds of our constituencies. Over 

time, consistent use of this VIS will lead to a feeling of 

trust and reliability, which will strengthen the meaning 

and associations the VIS has been designed to convey. 

If you have any questions about the information in this 

guide, need help using the brand elements, or need logo 

files, please go to www.simmons.edu/vis or contact the 

appropriate person listed in the Resources and Contact 

Information page located at the end of this document. 


The Simmons Brand - Page 1


Required 

This section describes the 

elements that are required 

to properly communicate 

the Simmons Brand visually. 

Please pay careful attention to 

the specifics of typeface, color, 

and placement. 

Accurate and consistent usage 

are essential for the proper 

visual representation of the 

Simmons Brand. 


Required 

Introduction - Page 2


Simmons Logo 

All Simmons communications should 

include the Simmons Logo applied in a 

manner consistent with the VIS. 

The Simmons Logo is represented by 

combining Scala-Regular font typeface and 

one of the following color combinations: 

• White lettering on Simmons Blue 

background 

• Simmons Blue lettering on white 

background 

• White lettering on black background 

• Black lettering on white background 

Simmons Blue is defined by the following 

matching system: 


SIMMONS 

PMS 279 C (coated) 

PMS 2925 U (uncoated) 

70-33-0-0 (CMYK) 

Required 

PLEASE NOTE: 

Do not distort, condense, stretch or alter 

the Simmons Logo files in any way. 

The following Simmons Logo files in the approved color combinations are available for 

downloading at www.simmons.edu/vis. 

A Simmons Logo file with a clear background (no color) is also available for downloading 

at www.simmons.edu/vis. This option has been designed to accommodate limited 

instances where a colored background is not required. The lettering in this file may be 

changed to an approved color. 

This application would be useful in instances where the background color of the Logo 

file and the background color of the page on which the Logo sits are close but not exact, 

thereby creating an imperfect color match. Another instance where this application would 

be useful is when using the Simmons Logo with the College address (see page 16). 

Simmons Logo - Page 3


Simmons Logo – Examples 

The following images show how the Simmons Logo can be used. 


Required 

Simmons Logo – Examples - Page 4


Simmons School Logos 

The Simmons Logo and individual school name may be used together or separately. In both 

treatments, the Simmons Logo must conform to all aspects of the VIS (typeface, color, and 

placement). The typeface and color used for the individual school name is at the discretion of 

the designer. 

Shown below is the recommended spacing when the Simmons Logo and the individual 

school name are used together: 


COLLEGE OF ARTS & SCIENCES 

GRADUATE STUDIES 

GRADUATE SCHOOL OF LIBRARY 

& INFORMATION SCIENCE 

SCHOOL OF HEALTH SCIENCES SCHOOL OF MANAGEMENT SCHOOL OF SOCIAL WORK 

When used separately, the Simmons Logo and the individual school name must appear on 

the same page. The Simmons Logo must conform to all aspects of the VIS (typeface, color, 

and placement), but the typeface, color and placement of the individual school name is at the 

discretion of the designer. 

Required 

Simmons School Logos - Page 5


Simmons Logo Variations 


Required 

PLEASE NOTE: 



The following variations are provided for applications requiring the use of the College’s full name and/or city and state. Logo files in 

each of the approved color combinations are available for downloading at www.simmons.edu/vis. 

Simmons Logo Variations - Page 6


Simmons Logo Variations – Sub-Brands and Co-Brands 

A sub-brand is a secondary brand that builds on associations of the core brand’s 

attributes. It contains its own visual vocabulary (logo, color, and type variations, 

etc.) that builds on the core brand. A Simmons sub-brand is characterized 

visually by use of the approved typeface/color combination and is clearly 

understood. 

Below are examples of an appropriate Simmons sub-brand logo and 

application: 

SIMMONS 

LEADERSHIP CONFERENCE 

Sub-brands and co-brands must be approved 

in advance by the Vice President of Marketing. 

The Marketing Department will work with 

you to develop an appropriate system that 

meets the specific needs of the sub-brand 

while aligning with the VIS. 

Cases may arise where Simmons will partner 

with another brand, and co-branded materials 

will need to be produced. These will be 

handled on a case-by-case basis; please contact 

the Marketing Department for guidance. 


T H E P R EMIER PROFESSIONAL E V ENT FOR WOMEN 

SIMMONS 


founded by the School of Management 

Leadership: The Spirit of Resilience 

Friday, April 30, 2010 

Seaport World Trade Center 

Boston, Massachusetts 

2010 

simmons.edu/leadership 

SIMMONS 

CAREER EDUCATION CENTER 

explore 

Required 

prepare 

succeed 

Simmons Logo Variations – Sub-Brands and Co-Brands - Page 7


Simmons Logo Spacing 


Required 

Spacing is a critical component of the Simmons Logo. Attention should be given to ensuring that the Logo has adequate space around 

it. The width of the letter “I” represents the amount of space needed around the Logo when it is not boxed. 

The Logo spacing has already been addressed in the boxed treatments. 

The examples on the right show how the 

required spacing around the Simmons 

Logo is measured. The outside dotted 

line represents the boundary around the 

Logo. Text, photos, etc., cannot be placed 

any closer than the outside dotted line. 

The examples on the right illustrate 

where text and other colors can appear 

after the spacing has been calculated. 

The examples on the right illustrate 

where text and other colors can appear 

when using a boxed Logo. 

Text 

Text 

Text 

Text 

Text 

Text 

Text 

Text 

Text 

Text 

Text 

Text 

Simmons Logo Spacing - Page 8


Formal Events 


Required 

PLEASE NOTE: 



The following color matching system and Bickham Script Pro typeface (in addition to the Scala and ScalaSans font families) are 

required for Convocation and Commencement events. Logo files for Commencement and Convocation are available for downloading at 

www.simmons.edu/vis. All materials for Commencement and Convocation must be approved by the Registrar and the Vice President 

of Marketing. 

While the color matching system is restricted to Convocation and Commencement events, the Bickham Script Pro typeface may be 

used for other formal events. If you think your event qualifies as a formal event, please contact the Marketing Department for guidance. 

Color Palette for Convocation and Commencement 

Simmons Logo Simmons Logo 

Accent 

Commencement 

Blue 

PMS PMS 2738 C (coated) 

PMS Blue 072 072 U (uncoated) 

U (uncoated) 

100-84-0-2 PC 2738 (process) (CMYK) 

100-87-0-02 (CMYK) 

White Gold 

PMS PMS 871 C (coated) 


17-30-45-38 DC 744-3 (process) (CMYK) 

0-46-100-11 (CMYK) 

Bickham Script Pro 

ABCDEF GHIJKLM 

N OPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

0123456789 

Formal Events - Page 9


Improper Use of the Simmons Logo 

These examples illustrate improper treatment of the Simmons Logo. 


INCORRECT USE 

INCORRECT COLOR USE 

DISTORTED PROPORTIONS DISTORTED PROPORTIONS 

Do not cut off the Logo Use an approved color 

Use the supplied Simmons Logo files Use the supplied Simmons Logo files 

combination 

without altering artwork 

without altering artwork 

INCORRECT USE OF COLOR 

Use an approved color 

combination 

INCORRECT PLACEMENT INCORRECT SPACING IMPROPER APPLICATION 

Use Logo spacing guidelines 

Use Logo spacing guidelines 

Use boxed Logo over photos 

Required 

05•10 • 10 Required - Logo Samples | Page 12 

Improper Use of the Simmons Logo - Page 10


Logo Treatment on the Website 

Given the unique requirements of the College website, a slight variation 

of the Simmons Logo is used online. Generally, the web team will handle 

implementation; the examples below are provided for your information. 


05•10 • 10 

Required 

Logo Treatment on the Website - Page 11


Recommended 

This section addresses the 

recommended color palette. 


Recommended 



Color Palette 

Color is a powerful tool, with strong psychological and cultural 

associations. The Simmons color palette has been designed to 

convey solidity, innovation, and diversity. 

While not required, the color palette is strongly recommended as 

a source of inspiration. The colors of the palette work well with the 

Simmons Blue and with one another. 

Basic names have been 

assigned to all the 

colors. Please consult 

a Pantone swatch book 

for accurate color. 

SIMMONS 



70-33-0-0 (CMYK) 


Dark Green 



44-4-98-40 (CMYK) 

Light Green 



26-03-93-17 (CMYK) 

Cream 


PMS 7499 (uncoated) 

1-2-20-0 (CMYK) 

Recommended 

Brown Grey 



24-42-43-69 (CMYK) 



48-39-5-14 (CMYK) 

Yellow Orange Red 



0-11-70-0 (CMYK) 



1-62-95-2 (CMYK) 



3-92-84-12 (CMYK) 

Teal Light Blue Dark Blue Purple Maroon 



85-0-38-0 (CMYK) 



58-17-0-0 (CMYK) 



100-58-9-42 (CMYK) 



74-100-5-28 (CMYK) 



14-94-36-60 (CMYK) 

Color Palette - Page 13


Color Palette – Continued 

The following images show the Simmons 

Logo and color palette in action. This system 

allows for creative expression, while also 

providing a clear and consistent visual feel. 


T H E P R EMIER PROFESSIONAL E V ENT FOR WOMEN 

SIMMONS 


founded by the School of Management 

Leadership: The Spirit of Resilience 

Friday, April 30, 2010 

Seaport World Trade Center 


How to ace your 

visit interview 

By now, you’ve probably heard that visiting a 

college is the best way to find out if it’s right 

for you. It’s your chance to see the campus and 

facilities, meet current students and interview 

with admission counselors. 

What you may not realize is that while you’re 

looking at the college, its admission officers are 

looking at you, too. You both 

have the same goal: to find 

out if you and the college 

are a good match. 

At Simmons College, 

we’ve compiled a 

list of questions you 

might hear during 

a college interview. 

We’ve also shared 

some useful tips on 

how to prepare your 

answers. We hope you 

use this information to 

help make your college 

interviews an incredible 

success. 

2010 

simmons.edu/leadership 

Simmons can help. 

Give us a call. 

The time ahead is filled with many challenges 

for you, and the admission staff at Simmons 

College can help. We’re good at translating 

college complexities into understandable 

concepts. Contact us at 617-521-2051 or 

1-800-345-8468, or ugadm@simmons.edu. 

We’d be happy to answer all of your college 

admission questions. 

800-345-8468 

The Office of Undergraduate Admission 

300 The Fenway 

Boston, Massachusetts 02115-5898 

ugadm@simmons.edu 

www.simmons.edu 3761MI0014 

be 

prepared 

? 

Questions you might 

hear on a college visit 

3761ME0005 

05•10 • 10 

The 

College 

The brochure you requested is enclosed. 

Interview 

Preparing for the 

questions they’ll ask 

Interviews mean different things to different 

schools. Some schools require one with an 

admission officer. Others say they’re optional, 

or for informational purposes only. Make sure 

you understand what part the interview plays in 

each school’s admission decision beforehand. 

No matter what kind of interview you’ll have, 

it’s important to be prepared. Do your interview 

homework and you’ll feel more confident, sound 

more intelligent and focused and find out more 

about that college. 

The interview itself is really not as scary as you 

might think. In fact, admission officers are very 

interested in helping you find the right college. 

Think of admission officers as college-level 

guidance counselors. Their job is to learn about 

your interests, goals and potential so they can 

help you decide if their school offers the programs 

and opportunities that suit you. They also need 

to find out if you have the qualities to be a happy 

and successful student at their school. 

“ 

PICTURE 

YOURSELF 

HERE 

Why do you want to come to 

school here? ” 

You can pretty much count on this one. And you 

can answer in one of two ways: 

Repeat information you’ve read in the viewbook 

or found on the school’s website. 

-or- 

Talk about how information from the viewbook or 

website applies to your goals and interests. 

Guess which one works better? 

While you might impress the admission officer with 

your remarkable memorization skills by reciting from 

the viewbook or website, you won’t impress him or her 

as a student who is sincerely interested in the college. 

And, more importantly, you won’t be giving the 

information you want to get across. 

Use this question as a way to go beyond the 

superficial and really explore what this college can 

offer you. For example, if you’re thinking of majoring 

in biology, scan the viewbook and website for 

opportunities that could enhance your classroom 

curriculum. Talk about potential internships, 

undergraduate research or student projects that 

may be meaningful to you and express why. 

Discuss programs, organizations and opportunities 

on campus and in the surrounding community that 

might relate to your interests. 

This will accomplish three things. You’ll probably 

learn new information. You’ll impress the officer 

with your knowledge of the opportunities that college 

provides. You’ll show that you prepared for the 

interview. Of course, you should also be honest. 

If the location of the college is an important factor 

to you, feel free to say so. 

Recommended 

OR 

HERE 

OR 

MAYBE 

HERE 

“ ” 

living 

learning 

What do you like to do? 

Admission officers would rather hear why you like 

these activities than listen to a shopping list of your 

hobbies. It gives them insight into your personality, 

in turn giving them a better sense of the type of 

person you are. 

Before your interview, consider why you enjoy the 

activities in which you participate. Do you play softball 

because you enjoy physical activity or because you 

like being part of a team? Do you volunteer at the 

community center because you like to lead or because 

you enjoy working with kids? There are no right or 

wrong answers, so don’t be afraid to be honest. 

OFFICE OF UNDERGRADUATE ADMISSION 

300 The Fenway 


02115.5898 

Color Palette - Page 14 

Required - Color Samples | Page 23


Optional 

This section describes the 

elements that are optional. 


SIMMONS 

SIMMONS 

SIMMONS 

SIMMONS 

SIMMONS 

SIMMONS 

Optional 



Simmons Logo with the College Address 

If the Simmons Logo is used with the College’s address, it must 

conform to the Logo rules with the exception of background color. It is 

recommended that the address text be the same color as the Logo. 


Optional 

Simmons Logo with the College Address - Page 16


Simmons Graphic Logo 

The Simmons Graphic Logo is available as an optional element 

that lends texture to layouts and provides a visual association 

with academia. 

The Graphic Logo may be used with or without the Simmons 

Logo. When used with the Simmons Logo, it must be in one of 

the approved color combinations as shown below. 

Graphic Logo files in the approved color combinations are 

available for downloading at www.simmons.edu/vis. 


Optional 

PLEASE NOTE: 



When the Graphic Logo is used without the Simmons Logo, it may 

be screened back, enlarged, and/or cropped as shown below. 

The Graphic Logo may also be placed on various color 

backgrounds as shown. A Graphic Logo file with white letters, 

a white circle, and a clear 

tree/date is available for 

downloading at 

www.simmons.edu/vis. The 

lettering and circle may be 

changed to an approved 

color (Simmons Blue or 

Black or a color from the 

Commencement palette). 

Simmons Graphic Logo - Page 17 

Version 

Version


Simmons Cupola 

The Simmons Cupola is a strong signifier 

of the College and is available as an optional 

element. It is commonly used and provides a 

site-specific marker for those familiar with the 

College. 


Join us for a special reception in your community 

April 15, 2010 

Optional 

Simmons Cupola - Page 18


Technical 

This section describes 

considerations regarding 

typography and spacing. 


Technical 



Typography – Print 

The Scala and ScalaSans font families are the required typeface for all marketing publications. 

The Scala font family is the primary typeface for Simmons 

communications and may be used as text, headlines, captions 

and other type matter. Please note that there are separate fonts for 

various type treatments as shown below. 

Scala-Bold ScalaLF-Bold 

Scala-Caps ScalaLF-Caps 

Scala-Italic ScalaLF-Italic 

Scala-Regular ScalaLF-Regular 

The ScalaSans font family may be used when a less formal or 

more modern look is desired or when utility dictates a sans serif 

typeface. ScalaSans is ideal for charts, tables, graphs, and technical 

information. 

ScalaSans-Bold ScalaSansLF-Bold 

ScalaSans-BoldItalic ScalaSansLF-BoldItalic 

ScalaSans-Caps ScalaSansLF-Caps 

ScalaSans-CapsItalic ScalaSansLF-CapsItalic 

ScalaSans-Italic ScalaSansLF-Italic 

ScalaSans-Regular ScalaSansLF-Regular 


Technical 

LF stands for Lining Figures, as opposed to Old Style Figures. 

In the LF version, all numbers sit on the same baseline. In the 

Old Style version, all numbers sit on and below the baseline. 

Lining Figures 0123456789 

Old Style Figures 0123456789 

Bickham Script Pro is a limited-use display type. Usage should 

be restricted to formal events. 

ABCDEF GHIJKLM 

N OPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

0123456789 

Typography – Print - Page 20


Typography – Website 

ScalaSans will be used for headlines where Flash is installed on 

the user’s computer. As a fallback, fonts that are likely to be widely 

installed on users’ computers will be specified, starting with Lucida 

Sans Unicode or Lucida Grande, followed by other choices if these are 

not available. 

Body copy will use Lucida Sans Unicode or Lucida Grande, if it is 

installed on the user’s computer, followed by Arial, Helvetica, or a 

general sans serif font. 

Bistream Vera Serif may be used for subheadings, where Flash is 

installed on a user’s computer. Alternatively, Georgia may be specified. 


Technical 

Typography – Website - Page 21


Typography – Layout and Design 

Simplicity is the key to good layout and text design. The following 

are some basic guidelines to consider: 

• White space is critical to a balanced layout. Cramped copy lacks 

appeal and appears amateurish. 

• Avoid using long lines of text. Use multiple columns to break 

up copy and improve readability. 

• Avoid widows and orphans at the beginning and end of 

paragraphs. 

• Avoid using type size for body copy and headlines that is too 

large. Large body copy signifies unprofessional typesetting. 

• Use one alignment per layout. Left-justified text is easier to read 

than right-justified or justified copy. 

• Margins are used by the reader to comfortably hold a document 

while reading. Half-inch margins around a page are a good 

measure. Margins at a quarter-inch are too small and will create 

a cramped, unprofessional layout. 

Size 

• Copy point size should generally be set between 8.5 points and 

14 points depending on the type, size of the piece, and the 

audience. 

• Headlines should be typeset with enough of a difference in 

point size from the body copy so that they command emphasis 

but are not so large that they become chunky. 


Technical 

Kerning 

• Kerning is the adjustment of space between pairs of letters. 

Some pairs of letters create awkward spaces. 

• Kerning adds or subtracts space between the letters to create 

more visually appealing and readable text. 

Tracking 

• Tracking is the adjustment of space for groups of letters and 

entire blocks of text. 

• Tracking changes the overall appearance and readability of the 

text, making it more open and airy or more dense. 

Leading 

• Leading is the amount of vertical space between lines of 

type — the distance from the baseline of one line of type to the 

baseline of another immediately above or below it. 

• Leading is also known as line spacing and is usually measured 

in points. 

• 

Leading that is too tight decreases legibility. 

• One rule of thumb suggests that adding about 30 percent or 

3 points to the point size of the text as a starting point for 

adjusting line spacing. Less is generally too crowded. 

Typography – Layout and Design - Page 22


Simmons Seal 

The Simmons Seal is the official institutional 

legal stamp. It is reserved exclusively for use by 

the President’s Office, on diplomas, and on other 

legal documents. 


Technical 

Simmons Seal - Page 23


Resources and Contact Information 

For questions or guidance please contact the appropriate person listed below. 

Resources 

Print 

Web 

Logo Files and Photo Database cumulus.simmons.edu 

Style Guide www.simmons.edu/offices/marketing/brand/style-guide.php 

Visual Identity System website www.simmons.edu/vis 

Advertising Heidi Gudaitis 617-521-2129 heidi.gudaitis@simmons.edu 

Alumni communications Julie Choquette 617-521-2392 julie.choquette@simmons.edu 

Convocation and Commencement Allyson Irish 617-521-2324 allyson.irish@simmons.edu 

Leadership Conference Cheryl Howard 617-521-2131 cheryl.howard@simmons.edu 

Publications and signage Christine Van Doren 617-521-2516 christine.vandoren@simmons.edu 

SIMMONS magazine, In the Loop, Simmons 

in the News, etc. 

Allyson Irish 617-521-2324 allyson.irish@simmons.edu 

Stationery, business cards, etc. Ivette Argueta 617-521-2359 ivette.argueta@simmons.edu 

Online publications and Wikipedia Amanda Voodre 617-521-2176 amanda.voodre@simmons.edu 

Simmons website Shaun Gummere 617-521-2659 shaun.gummere@simmons.edu 

Social networking sites Amanda Voodre 617-521-2176 amanda.voodre@simmons.edu 

Published October 1, 2010 Resources and Contact Information - Page 24

Visual Identity System (VIS) - Simmons College

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